The Moderating Effect of Brand Loyalty on the Relationship between Promotion Activities and Consumers' Purchase Decision-Making

Over the past few decades there has been increased production and consumption of organic food. However, a review of the literature shows that research into consumer attitudes to organic food lacks an explicit theoretical basis, and this paper aims to fill this gap. Therefore, the main objective of this research is to verify the relationship among promotion activities, brand loyalty and purchase decision-making in the organic food market. In addition, it also explores the moderating effects of brand loyalty on the relationship between promotion activities and consumers’ purchase decision-making.